Is There Value in Surveying Your Customers Online?

Of course the vast majority of online retailers track their website analytical data very closely. The problem comes when such real-world data is expected to share a stage in the boardroom with the data from surveys and focus groups. The two sources appear very similar in a report, and the statistics have a solidity to them that feels tangible. However, the psychological validity of each is worlds apart. And whereas one is captured without disturbing your customers, the other in all likelihood does nothing to enhance the appeal of visiting your site again.